Growth Is the Goal. But Which Path Do You Take?

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Growth Is the Goal. But Which Path Do You Take?

Most business owners I speak with want the same thing: consistent, predictable, revenue and growth.

Not just a few good months here and there. Not just a streak of referrals. But steady, reliable growth you can plan around. The problem? Getting there isn’t straightforward. Most leaders end up asking themselves two questions on repeat:

How do we make what’s already working more reliable?
Where else can we grow without wasting time and money on the wrong things?

They’re important questions, but they can also keep you stuck in “we know we need to fix this, but where do we even start?”

The Trap of “More”

When growth feels stuck, the instinct is usually “more.”

More ads. More leads. More activity. And yes, more can give you a short-term bump. But here’s what we see all the time:

Businesses generating plenty of enquiries, but less than half ever convert.
Owners carrying the weight of every important deal because the team isn’t enabled to sell.
Revenue dropping off as fast as it comes in because there’s no rhythm for re-engaging past clients.

In each case, more activity alone won’t fix it. It’s the sales process and structure behind growth that makes it predictable.

For example: A business converting 37% of its leads feels like it’s doing well, and it is. But that also means 63% of opportunities aren’t converting. That’s a huge untapped opportunity hiding in plain sight.

If you don’t understand why and don’t address it, “more” leads just means more missed opportunities.

Reflective Lenses for Predictable Growth

The businesses that turn “good months” into sustained momentum are the ones that pause to reflect and build structure. Here are four lenses to help you evaluate where you stand:

Efficiency Lens – Are you maximising what’s already in front of you? (conversion, upsell, and re-engagement).
Capability Lens – Is growth dependent on the owner, or are others equipped to sell confidently?
Structure Lens – Do you have sales rhythms and tools that ensure consistency through busy and quiet periods?
Expansion Lens – What’s the next logical ICP, channel, or revenue stream that fits what you already do well?

Each lens helps clear the fog so you can see the forest for the trees. They provide the clarity to know not just where growth might come from, but how to march toward it deliberately.

What to Do Next

If you’re in that space of knowing growth is possible but unclear on the path, here are three simple starting points:

Audit conversion: Look at your last 20 leads. How many converted? How many didn’t? Do you know why?
Check consistency: Is your sales activity reactive, or is there a set rhythm for follow-up and client engagement?
Assess capacity: If you stepped back for a month, would sales continue? If not, that’s your first bottleneck.

These quick reflections highlight where small shifts can unlock big outcomes.

Final Thought

Growth will always be the goal. But the real question is: which path are you taking to get there? If you’re sitting on untapped opportunities, unsure whether your current process is enough to scale, or stuck wondering how to make revenue more predictable, you don’t need to figure it out alone.